Ugg boots (now owned by Deckers) first became popular in the 1980s as a foot-friendly, post-surf shoe born in Australia. The soft, fuzzy inside coupled with a durable yet soft sheepskin outside was an instant hit with surfers and their feet. As the years have gone by, the Ugg, which now comes in a prolific array of shapes and sizes and designs, has become more popular with fashion-conscious females than gnarled-toed waveriders. While this evolution has equaled massive growth and profit for the Deckers in recent years, it is one that, according to CEO Angel Martinez, the company has designs on changing, and this year’s Super Bowl is just one step in that process. “We wanted to give men permission to wear Ugg again,” explained Martinez in an interview late last year. “And who better to do that than Super Bowl Champion and MVP quarterback Tom Brady.”
Besides gifting fashion Ugg boots to players and coaches as part of the Super Bowl festivities, Deckers also plans to provide product to on-air ESPN personalities, guests of Late Night with Jimmy Fallon, as well as radio personalities broadcasting from outside the stadium.
